To achieve these objectives, we employed a multi-phase influencer marketing strategy designed to engage audiences across two key social media platforms, Instagram and YouTube.

1. Audience Research & Influencer Selection:

Conducting extensive research on Husqvarna’s target demographics—primarily high-income homeowners, tech enthusiasts, and environmentally conscious consumers. Through data analytics, we identified a list of potential influencers who had strong engagement in relevant niches, such as:

Tech and Gadgets:

Influencers who specialize in smart home devices and innovative technologies.

DIY and Home Improvement:

Influencers with a focus on home and garden care.

Luxury Lifestyle and Outdoors:

Influencers who cater to an upscale, outdoor-oriented lifestyle.

General lifestyle

Influencers using an auto mower in order to spend more time on other interests.

2. Creative Content Development:

Working closely with selected influencers to develop content that would authentically highlight the Nera’s key features. The content strategy included:

Setup:

Influencers created setup videos, showcasing how easy it is to install and configure the Nera Auto Mower. These videos appealed to both tech-savvy and beginner audiences.

Product Demonstrations:

Influencers tested the mower in real-life situations, demonstrating how the Nera handles various types of lawns and terrain. Key features such as the mower’s ability to navigate obstacles, recharge automatically, and mow without human intervention were showcased.

The leisure perspective:

Influencers showing the value of keeping the grass nicely cut while doing other interests of higher priority, e.g. sharing food content while the mower is working in the background, emphasizing the sleek, professional look the mower achieves.

3. Multi-Platform Campaigns:

Utilizing various social media platforms for different types of content:

Instagram & Instagram-Stories:

High-quality images and short-form videos showcasing the Nera in action, combined with influencer testimonials and swipe-up links to mor information and purchase.

YouTube:

Longer, more in-depth product reviews, setup guides, and lawn care tips featuring the Nera.

4. Tracking & Optimization:

Implementation of a robust tracking system to monitor the performance of each influencer partnership. Key metrics included:

Engagement Rates:

Likes, comments, shares, and direct messages related to Nera content.

Referral Traffic:

Tracking click-through rates (CTRs) from influencer posts to Husqvarna’s website, as well as conversions.

Sentiment Analysis:

Analyzing the tone and sentiment of user comments to gauge public perception of the Nera mower.

Meta Boost:

Utilizing Meta Ads Manager to boost the influencer driven content with the aim of maximizing reach and impressions.